Social proof has become a powerful tool to help businesses to gain the trust of potential customers and to provide reassurance for existing ones. Its impact on the business cannot be underestimated. In today’s internet era, the speed of word-of-mouth has increased greatly and cannot be ignored. In order to succeed in the market today, it is essential to make use of social proof to your advantage.
Gone are the days when businesses could simply produce an ad and rely on that to persuade customers of their product and service. With the growth of the internet and social media, consumers are now looking for peer reviews and recommendations before making purchase decisions. In fact, a study by Nielsen found that 77% of all consumers take time to read reviews before purchasing products or services. With this in mind, businesses must now look to social proof to gain the trust of their customers.
Types of Social Proof
There are various forms of social proof. These include:
Customer Testimonials
Customer testimonials are an excellent source of social proof. When a customer leaves a review on various review sites it allows other potential customers to see that your business has happy and satisfied customers. Research has shown that 91% of people trust these reviews as much as personal recommendations.
Case studies and success stories
Generating case studies and success stories related to your product or service can provide a great source of social proof. These studies and stories can provide insight into the value of the product or service from a customer’s perspective.
Celebrity endorsements
Many businesses, if they have the budget, will look at getting a celebrity endorsement. If a celebrity is known for using a product or service, that can lend considerable trust to a particular brand.
Media Features
Where a business is featured in the media, that can act as social proof. Articles or news segments that provide positive endorsement can help to gain the trust of potential customers.
Reasons why Social Proof Increases Trust
Social proof can help to build the confidence of the consumer as it provides proof that the product or service is reliable and trusted by many. The reviews from other consumers and the mention of the product in the media also act as validation of the quality and worth. This means that customers can have more trust in the product before making their purchasing decision.
Some examples of businesses that have used social proof to gain the trust of their customers are Amazon and eBay. Both of these websites have user reviews and positive recommendations that help their consumers to make informed purchasing decisions.
Tips for Using Social Proof
When looking to use social proof, there are a few things to keep in mind to help ensure that your efforts to gain trust are successful.
Choose the right source
It is important to choose the right source of social proof. Some forms may be more reliable than others. For example, positive reviews from a customer can be more effective than a celebrity endorsement.
Be Honest
It is essential to always be honest and transparent when using social proof. If a customer is not happy with the product or service and leaves a negative review, it is important not to delete or hide the review.
Maintain a Good Reputation
In order to continue to use social proof to attract potential customers, it is essential for the business to continue to maintain a good reputation in the eyes of consumers. Customers that are happy with a product or service are likely to leave positive reviews on various online platforms.
Showcase Testimonials on Your Website
When using social proof, it is a good idea to showcase testimonials on the business website. Having the customer reviews easily available can help to increase the trust of potential customers.
Conclusion
Social proof can be a powerful tool in helping to build the trust of your customers. By using customer testimonials, success stories, celebrity endorsements and media features, a business can provide reassurance to potential customers and increase sales. However, it is important to be honest and transparent when using social proof. In addition, it is essential to continue to maintain a good reputation and to showcase testimonials on the business website in order to maximize the impact of social proof.